If your nonprofit's marketing consists of periodically updating your website and holding an annual benefit gala, then you're missing important opportunities. Consistent marketing is as essential for growing and maintaining a nonprofit as it is for businesses.
Learning how to market your nonprofit doesn't have to be complicated. There are many easy actions you can take to reach your target audience, educate the public, and increase support for your mission. These eight steps will jumpstart your marketing efforts and set you on the path to reaching your organization's goals.
Why Your Nonprofit Needs Marketing
Even the most altruistic organization can't do much good unless people know about it. Your nonprofit needs strong relationships with donors, volunteers, the media, and even government organizations in order to pursue its mission effectively.
Marketing helps your nonprofit:
Spread your message and mission statement
Bring in new donors and new revenue
Satisfy current donors by showcasing your success
Create strong relationships with other organizations and government agencies
Gain exposure in the media
Alert the public to important events and news
Reach more people with the work you do
How to Market Your Nonprofit
Your organization's marketing efforts should be ongoing in order to maintain your relationships, bring in consistent donations, and keep your work in the public eye. Even if your nonprofit doesn't have the budget for a dedicated marketing team, there are still steps that every staff member can help out with to create a marketing plan.
1. Determine Your Target Market
Before you can take action to market your organization, you need to know who you are trying to reach and what you want them to do.
What is their age or gender?
What is their income level?
Do they trust certain news sources?
What social media platforms do they use?
What's the best way to contact them?
What issues are most likely to stir their interest?
Do you want them to donate, volunteer, join your organization, or spread the word?
Once you know who your audience is and where they can be found, you can tailor your marketing efforts to reach them and prompt them to take action. You may find it helpful to research organizations similar to yours to see how they market themselves to the same audience.
2. Set Measurable Goals
You won't know whether your nonprofit marketing is effective unless you know what you're trying to achieve. Having measurable goals gives you a way to evaluate what is working and what needs to change.
The goals you set should make sense for your organization and mission and may include:
Donations or revenue
Email list sign-ups
Yearly initiatives you want to achieve
The number of people you can help, events you can hold, or any other service your nonprofit provides